influencing and connecting with patients & healthcare providers...

PROGRAM OVERVIEW:As the number of individuals referencing health information via mobile devices has increased, life science companies have raced to meet the growing demand for content through the development of mobile applications and health information directed towards healthcare providers and patients. In doing so, companies have overcome numerous hurdles with implementation, focusing content to attract and engage patients & providers, and in many cases have created applications and portals for initiating a positive and robust dialogue. However, organizations continue to face challenges in this rapidly developing area, from unclear regulatory guidance to appropriate methods of communicating with patients and caregivers without crossing boundaries of direct health information.

Building upon the success of the 2013 Mobile Engagement of Healthcare Professionals Conference, Q1 has expanded the offering of the annual program to include dual tracks of presentations focused on communication and engagement with patients as well as with healthcare providers, to embrace the full spectrum of mobile health engagement. With a clear focus on customer-centric communication, effective delivery of information and methods for re-maining on the cutting-edge of application development, this two-day program will provide an unparalleled opportunity for learning and knowledge share.

Influencing and Connecting with Patients & Healthcare Providers through Innovative & Compliant Mobile Marketing Initiatives Driven by Responsive Design, Uniquely Targeted Mobile Applications & Relevant Content

Conference Sponsors:

MAY 15-16, 2014 | CHICAGO, IL Courtyard by Marriott – Magnificent Mile

MOBILE ENGAGEMENT FORUM

Media Partners:

ABOUT THE ORGANIZERS

Q1Q1 Productions designs and develops webinars, training courses, conference programs and forums aimed at specifically targeted audiences in order to provide strategic and timely infor-mation. Through a rigid production process focused on end-user research and design, our team is able to understand the immediate business concerns of today’s leading executives. Whether focusing on new or pending legislative issues, enhanced business processes or technologies that will drive efficiency and customer service, our programs provide solutions to the urgent needs of our attendees.

Austin WilsonAssociate Director, Global iPad/Closed Loop Marketing Solutions LeaderMERCK

Alan BergstromSenior Director, Commercial Regulatory AffairsDAIICHI SANKYO

Alvin LinAssociate Director, US MarketingALEXION PHARMACEUTICALS

Nuvan DassanaikeVice President, Lead Global Integrated MarketingMYLAN

Josephine MunisDigital Marketing StrategistBECKMAN COULTER

Edward F. Hollinger, MD, PhDSection of Abdominal TransplantationRUSH UNIVERSITY MEDICAL CENTER

Benjamin Kenigsberg, MDPGY2 Internal Medicine ResidentUNIVERSITY OF CHICAGO MEDICINE

Julia SeresTransplant Recipient & VolunteerAMERICAN LIVER FOUNDATION

Don BaumanChief Executive OfficerISABEL HEALTHCARE

Rory StantonConsumer Insights AnalystMANHATTAN RESEARCH, A DECISION RESOURCES GROUP

Sarah C. WilcoxPresident, Chief Executive Officer & Co-FounderMY HEALTH AND MONEY LLC

Vernessa PollardPartnerARNOLD & PORTER LLP

Marian LeePartnerKING & SPALDING

Mickey LynchAssociate Director, Digital Strategy & SolutionsSHIRE

Deepak PrakashGlobal Director, Marketing, Digital HealthVANCIVE MEDICAL TECHNOLOGIES

Siew NeoSenior Global Product Marketing ManagerGALIL MEDICAL

Daniel MonacoVice President, Consumer Marketing & Strategic InsightsESSILOR

Zafar ToorDirector, Commercial Regulatory AffairsEISAI

Grady DavisDirector, Marketing, Complex Spine & OrthopaedicsMEDTRONIC

Andrew RobertsonDirector, US Regulatory PolicyMERCK

Lindsay RegoExpert Healthcare Consultant – Oral Care DivisionGLAXOSMITHKLINE

Virginia LaddPresidentAMERICAN AUTOIMMUNE RELATED DISEASES ASSOCIATION

Rebecca LongPatient & Board of DirectorsAMERICAN LIVER FOUNDATION

Mark E. Cichon, DO, FACEP, FACOEPDivision Director, Emergency Medical ServicesLOYOLA UNIVERSITY MEDICAL CENTER

Paul Bergl, MDChief Resident, Internal MedicineResidency ProgramUNIVERSITY OF CHICAGO MEDICINE

Kevin RiddlebergerSenior Director, Clinical SolutionsITRIAGE

Daniel KivatinosCo-Founder & Chief Operating OfficerDRCHRONO

Geoff MelickChief Innovation OfficerGA COMMUNICATION GROUP

Ben CurrieGroup Director, Digital SolutionsGA COMMUNICATION GROUP

James AvalloneDirector, Physician ResearchMANHATTAN RESEARCH, A DECISION RESOURCES GROUP

JR OrdonezDesign DirectorDOXIMITY

Robert PalmerEVP, Managing DirectorJUICE PHARMA WORLDWIDE

Breffni FoxDirector, Marketing StrategyPURSUIT SOLUTIONS

Mark BardCo-Founder & Board MemberDIGITAL HEALTH COALITIONFounder & CEODIGITAL INSIGHTS GROUP

Phil SchererAssociate Creative DirectorJUICE PHARMA WORLDWIDE

OTHER LEADING MOBILE ENGAGEMENT EXPERTS

HEALTHCARE PROFESSIONALS & PATIENTS

LIFE SCIENCE INDUSTRY

DISTINGUISHED PRESENTERS INCLUDE:

500 N. DEARBORN STREET, SUITE 500 CHICAGO, IL 60654 (P) 312.822.8100 (F) 312.602.3834 www.q1productions.com

MOBILE ENGAGEMENT FORUMMAY 15-16, 2014 | CHICAGO, IL

Mobile Engagement of Healthcare Professionals Mobile Patient Engagement

7:50 CHAIRPERSON’S OPENING REMARKSGeoff Melick, Chief Innovation Officer, GA COMMUNICATION GROUP 8:00 STATE OF THE INDUSTRY ADDRESS: MANHATTAN RESEARCH ON MOBILE PATIENT ENGAGEMENTAs the leading research based organization in the mobile healthcare field, Manhattan Research provides valuable market research and insights into the evolving filed of mobile patient engagement. Delivering factual research based on deep analytical research, the figures shared by the organization are consid-ered gold standard, and can be used to provide benchmarks for new and exist-ing programs. As the marketplace continues to embrace mobile engagement strategies for marketing toward consumers, a retrospective as well as forward-thinking analysis is of great value.• Current trends in mobile consumer engagement• Benchmarks and measurement standards• Forecasts for future growth & developmentRory Stanton, Consumer Insights Analyst, MANHATTAN RESEARCH, A DECISION RESOURCES GROUP

7:50 CHAIRPERSON’S OPENING REMARKS Breffni Fox, Director, Marketing Strategy, PURSUIT SOLUTIONS8:00 KEYNOTE: OPTIMIZING HCP MOBILE STRATEGIES IN 2014In this presentation, James Avallone will cover insights from Manhattan Re-search’s annual survey of over 3,000 U.S. physicians including questions such as:• Digital workflow: How are physicians flowing across screens and platforms? How can marketers best provide value-add content on tablets and smart-phones throughout the workday? • Mobile optimization: How are smartphones and tablets impacting clinical de-cisions most? What is the role of each device at the point-of-care?• Decoding tablets: Where does the tablet shine brightest as a professional device in 2014? In what scenarios is it still not seeing traction?• Enhancing tablet-rep initiatives: What are best practices for tablet-rep meet-ings? How can brands create better campaigns in 2014 to enhance the rep-physician relationship and sales?James Avallone, Director, Physician Research, MANHATTAN RESEARCH, A DECISION RESOURCES GROUP 8:45 MOBILE IS NOT A FAD: BUILDING A BUSINESS CASE FOR MOBILE ENGAGEMENT OF HEALTHCARE PROFESSIONALS Marketing teams face difficulties in garnering senior leadership buy-in due to the cost and regulatory restrictions associated with digital and mobile market-ing campaigns, creating a great need for educating life science companies on the importance of developing and implementing a mobile strategy. Leaders in the mobile space recognize that physicians access smartphones and tablets for information look-up and content consumption multiple times per day, and pharmaceutical and medical device manufacturers must have a presence on these mobile devices to continuously reach the HCP population. Providing se-nior management with statistical facts and evidence supporting the positive effect on the HCP stakeholder relationship and overall profitability of an organi-zation will certainly prove that mobile is here to stay and marketing teams need the resources to exceptionally engage in the mobile arena. Grady DavisDirector, Marketing, Complex Spine & OrthopaedicsMEDTRONIC

MOBILE ENGAGEMENT FORUMDAY ONE | THURSDAY, MAY 15

8:45 UNDERSTANDING THE FDA RISK-BASED APPROACH TO DEVELOPMENT OF MOBILE CONSUMER ENGAGEMENTAs mobile medical applications currently on the market contain the capabilities for doctors to diagnose patients outside of traditional health care settings, aid consumers in self-management of health and wellness, and provide resource-ful information to consumers at their own convenience, a highly tailored ap-proach to monitoring such apps and consumer-engaging social media posts has been issued by the FDA. Considering the great wealth of mobile medical ap-plications being developed continually that pose minimal risk to consumers, the FDA intends to exercise enforcement discretion for such apps. However, mobile medical apps with the potential to harm consumers in the case of malfunction-ing require additional monitoring. This risk-based approach will be assessed using the same regulatory standards that the agency applies to other devices.• Types of mobile materials subject to regulation• Parties subject to regulation• Approval process for medical mobile apps necessaryVernessa Pollard, Partner, ARNOLD & PORTER LLP9:30 COFFEE & NETWORKING BREAK10:00 FINDING THE BALANCE BETWEEN INNOVATIVE AND COMPLIANT CONSUMER MOBILE APPLICATIONSAs technology evolves, the capabilities of mobile platforms continually advance, allowing innovative options for consumer-engaging opportunities. Life science industry digital marketing executives pursue these new tools in order to con-nect with consumers in inventive fashions. Despite FDA’s recent guidance on consumer-engaging mobile applications, digital marketing executives are still facing pushback from internal regulatory teams concerned with minimizing risk and remaining compliant. In order to ensure alignment of expectations and compliance standards, mobile marketers must work with internal regulation de-partments to remain informed on current requirements and warrant a prompt approval process.• Emphasizing innovation & compliance importance• Designing compliant mobile marketing materials• Developing prompt cohesive approval processesDaniel Monaco, Vice President, Consumer Marketing & Strategic InsightsESSILOR

9:30 COFFEE & NETWORKING BREAK10:00 INTERPRETING THE FDA GUIDELINE FOR MOBILE MEDICAL APPLICATIONS & IMPACT ON PHYSICIAN ENGAGEMENTAfter much anticipation, the FDA has released the final guidance for enforce-ment of mobile medical applications or software programs utilized on mobile devices. The guidance outlines that FDA is “focusing its oversight on mobile medical apps that are intended to be used as an accessory to a regulated medi-cal device or transform a mobile platform into a regulated medical device”. Based on FDA’s guidance, digital marketers should be especially careful and compliant with mobile apps that allow a physician to make a diagnosis or plat-forms that HCPs can use as a medical device such as an ECG machine. Life science companies are still somewhat unclear as to whether the FDA has en-abled industry to be more innovative in mobile marketing or developed stricter restrictions for the delivery of mobile tools to physicians.• Understanding grey areas within FDA’s guidance• Assessing types of apps which require approval• Incorporating risk-based approach in evaluating apps• Minimal vs high risk to patients Marian Lee, Partner, KING & SPALDING10:45 PANEL: UNDERSTANDING THE REGULATORY PERSPECTIVE IN DEVELOPING INNOVATIVE & COMPLIANT MOBILE STRATEGIESPhysicians expect pharmaceutical and medical device companies to deliver a similar mobile environment experienced with popular consumer brands, and digital marketers want to meet that demand by providing HCPs with innovative mobile applications highlighting valuable content. Oftentimes, marketing teams are met with pushback from regulatory departments seeking to remain compli-ant with FDA and other regulatory guidelines regarding mobile interactions with physicians. Featuring regulatory executives, this panel discussion will offer at-tendees an inside look at how regulatory teams evaluate the benefits and risks of pushing the mobile innovation envelope in a compliant manner. • Including regulatory in early stages of mobile strategy development• Debating an innovative vs restrictive mindset in mobile communication• Regulatory approval of content and balance in messagingAndrew Robertson, MERCKZafar Toor, EISAIAlan Bergstrom, DAIICHI SANKYO

10:45 IDEAL INTERACTION: IMPLEMENTING THE CONSUMER PERSPECTIVE INTO MOBILE MARKETING OUTREACHArguably, the most critical factor to consider in developing a mobile marketing strategy aimed to engage with consumers is understanding the target audi-ence. Age group, gender, education level, ethnicity, annual income, and geo-graphic location are all factors to account for when developing a mobile mar-keting strategy to reach the ideal consumers applicable for specific products. In order to engage with potential patients, first the provisions and desires of these consumers must be accounted for and embedded into the mobile strat-egy. While challenges emerge in reaching specific audience types, ensuring the content is relevant to a wide demographic is critical to the overall success of the program.• Usage patterns based on demographics• Challenging groups to reach via mobile• Obstacles in various age groups• Types of devices used based on demographicsSiew Neo, Senior Global Product Marketing ManagerGALIL MEDICAL


7:00 REGISTRATION & MORNING COFFEE


MOBILE ENGAGEMENT FORUMDAY ONE | THURSDAY, MAY 15

1:45 DEVELOPING MOBILE APPLICATIONS THAT ENHANCE THE PHYSICIAN-PATIENT RELATIONSHIP AT THE POINT OF CAREThe life science industry has a unique opportunity to design mobile applica-tions that create a symbiotic relationship between a patient and healthcare professional. Educational mobile tools can be used at the point of care to empower physicians and encourage patients to become more involved in their health and wellness, while self-tracking mobile applications provide remote patient monitoring. These tools facilitate a deeper discussion during office visits, ultimately ensuring better outcomes in patient care. • Applications that link disease management by patients and physicians • Adherence apps monitored by healthcare professionals • Prompting more detailed discussion through interactive mobile appsAustin Wilson, Associate Director, Global iPad/Closed Loop Marketing Solutions Leader, MERCK


1:45 PANEL DISCUSSION: UNDERSTANDING THE PATIENT’S PERSPECTIVEUnderstanding the drivers for patients downloading and engaging with mobile marketing platforms is fundamental to a company’s creation of a successful overall strategy designed to connect with consumers. Creating a dialogue with patients to better understand the motivation for utilizing a mobile health appli-cation will ultimately assist life science manufacturers in producing enhanced mobile marketing materials to reach the target consumer audience. This patient driven presentation will provide executives with insight to a consumer’s perspec-tive and how mobile marketing strategies can be utilized to better connect, con-verse, and remain visible amongst the plethora of mobile marketing campaigns.Rebecca Long, AMERICAN LIVER FOUNDATIONJulia Seres, AMERICAN LIVER FOUNDATIONVirginia Ladd, AMERICAN AUTOIMMUNE RELATED DISEASES ASSOCIATION Geoff Melick, GA COMMUNICATION GROUP

12:15 LUNCHEON FOR ALL ATTENDEES, SPEAKERS & SPONSORS

11:30 ASSESSING THE NEED FOR A MOBILE APPLICATION TO ENGAGE PHYSICIANS Mobile applications are the shiny new toy in multi-channel marketing, and many marketing teams are ready to jump into developing mobile applications for any and every new product or therapeutic area served within a pharmaceutical or medical device company. Prior to spending a considerable amount of time, re-sources and budget, digital marketers should take a step back and truly analyze the benefits of deploying a mobile application for physician engagement. De-pending on the product, disease state or targeted physician audience, mobile applications may not always be the optimal choice to drive physician engage-ment and create further brand awareness. Mickey Lynch, Associate Director, Digital Strategy & Solutions, SHIRE

11:30 CASE STUDY: EMPOWERING PATIENTS TO TAKE ACTION IN HEALTH & WELLNESSA ground-breaking web-based company, My Health and Money LLC helps employ-ees and consumers become take-charge, healthcare purchasers by providing cost transparency and a total support system for making money-saving choices. An online advisory guides members in navigating the complex healthcare system via a one-stop portal that features health management tools, discounts, peer mentoring, cost comparisons, expert services, and more – all designed to em-power individuals to take action. This case study will highlight My Health and Money’s experience in developing a mobile application to accompany a website offering while taking into account the patient and consumer perspective.Sarah C. Wilcox, President, Chief Executive Officer & Co-FounderMY HEALTH AND MONEY LLC

3:15 COFFEE & NETWORKING BREAK3:15 COFFEE & NETWORKING BREAK

2:30 IMPLEMENTING RESPONSIVE DESIGN TO ENHANCE A USER-FRIENDLY MOBILE EXPERIENCE When accessing information online, healthcare professionals utilize a variety of technologies including smart phones, tablets, laptops and desktops, creating a complex environment for designing a mobile site or application tailored specifi-cally for each technology. Responsive design presents a unique yet costly solution for marketers within companies to develop mobile initiatives that adapt based on screen size, providing an optimal user experience for the physician. Many pharma and device manufacturers have opted to solely create a mobile site rather than making an investment in responsive design; however, responsive design proves to have a much higher return on investment for mobile browsing solutions due to its adaptability, original domain name usability and link equity preservation. • Outlining benefits of responsive design vs mobile site• Investment associated with implementation of responsive design• Case study: strategy, timeline and engagement results reviewed JR Ordonez, Design Director, DOXIMITY

2:30 OPTIMIZING THE SELECTION OF MOBILE STRATEGIES FOR HEALTHCARE CONSUMER ENGAGEMENTWith a variety of mobile-based strategies available for connecting with consumers of healthcare content, marketing teams face a difficult task in understanding the tactic that will deliver the greatest return on investment. From initial steps such as reformatting websites in order to function on smaller mobile screens, to high-ly engaging applications that improve health, the options are limitless. Through a thoughtful examination of the various strategies available, and the impact that each of these possibilities will ultimately have on consumers, marketers can en-sure that the selected route they choose is the most appropriate and impactful.• Responsive or mobile optimized website• Consumer-engaging social media posting• Engaging mobile health applications• Reporting cadence for mobile strategiesJosephine Munis, Digital Marketing StrategistBECKMAN COULTER

3:45 BEST OF THE BEST—MOBILE HCP WEBSITES 2014The Digital Health Coalition and JUICE Pharma Worldwide once again team up to see how best-in-class mobile HCP websites exemplify best practices in mo-bile web strategy, user experience and design. Using a set of mobile web “ele-ments”, Bard, Palmer and Pollak offer a framework for mobile site evaluation, show you exactly what those elements look like in real world situations and how you can learn from the best.Phil Scherer, JUICE PHARMA WORLDWIDERobert Palmer, EVP, JUICE PHARMA WORLDWIDE Mark Bard, DIGITAL HEALTH COALITION, DIGITAL INSIGHTS GROUP

4:30 PANEL DISCUSSION: INCORPORATING THE PHYSICIAN PERSPECTIVE WHEN DEVELOPING A MOBILE MARKETING STRATEGYTo create user-friendly mobile applications and valuable content, pharmaceuti-cal and medical device companies strive to better understand how physicians utilize mobile technologies and what content healthcare professionals find valu-able in day-to-day responsibilities. With the physician perspective in mind, digi-tal marketers can tailor communication to drive engagement and use of mobile applications. This panel discussion followed by Q&A will provide attendees with the healthcare professional’s perspective on the integration of mobile devices in hospitals and physician offices, personal preferences for mobile application usage and decision support tools lacking in the mobile space.MODERATOR: Mark Bard, DIGITAL HEALTH COALITIONPaul Bergl, MD, UNIVERSITY OF CHICAGO MEDICINEEdward F. Hollinger, MD, PhD, RUSH UNIVERSITY MEDICAL CENTERMark E. Cichon, DO, FACEP, FACOEP, LOYOLA UNIVERSITY MEDICAL CENTERBenjamin Kenigsberg, MD, UNIVERSITY OF CHICAGO MEDICINE

3:45 DESIGNING A MULTI-PLATFORM APPROACH FOR MOBILE APPLICATIONS AND COMMUNICATION STRATEGIES Although Apple’s iOS and Google’s Android remain the major players in mo-bile operating systems, difficulties arise in creating a mobile application that functions properly across all platforms and varying versions of software. Known for its fast-paced environment, the technology industry brings new products to market at an accelerated pace, with Apple, most notably, coming out with a new version of the iPhone every year. To stay ahead of the technology curve, life science companies must create device agnostic mobile applications in order to seamlessly continue interactions with healthcare professionals.• Differences in mobile platforms and devices• Analyzing cost associated with a multi-platform mobile app• Targeting platforms based on HCP usage Nuvan Dassanaike, Vice President, Lead Global Integrated Marketing, MYLAN

5:15 CLOSING REMARKS & END OF DAY ONE

4:30 BEST OF THE BEST—MOBILE CONSUMER WEBSITES 2014The Digital Health Coalition and JUICE Pharma Worldwide once again team up to see how best-in-class mobile Consumer websites exemplify best practices in mobile web strategy, user experience and design. Using a set of mobile web “elements”, Palmer and Scherer offer a framework for mobile site evaluation, show you exactly what those elements look like in real world situations and how you can learn from the best.Robert Palmer, EVP, JUICE PHARMA WORLDWIDE Phil Scherer, SVP, Associate Creative Director, JUICE PHARMA WORLDWIDE


MOBILE ENGAGEMENT FORUMDAY TWO | FRIDAY, MAY 16

8:00 OVERCOMING HURDLES WITH THE ABUNDANCE OF MOBILE HEALTH APPLICATIONSAccording to IMS Health, more than 50% of available healthcare apps have been downloaded less than 500 times while just 5 mhealth applications account for 15% of downloads in the healthcare category. Consumers must currently navi-gate through a maze of apps with little guidance as to the value and influence it could offer their treatment plan. Digital marketing executives are challenged with providing consumers valued and desired content while ensuring high visi-bility amongst an exceedingly competitive marketplace of mhealth applications.• Tactics for gaining downloads• Third party partnership promotion• Social media and internet advertising• Methods to encourage continued useLindsay Rego, Expert Healthcare Consultant – Oral Care Division, GSK

7:30 REGISTRATION & MORNING COFFEE

8:00 PHYSICIAN OPPORTUNITIES BY SPECIALTY SEGMENT: STRATEGIC INSIGHTS FROM THE MARKETHealthcare professionals search online and use mobile for targeted information based on their specialty and field of interest. This session will review insights from a range of specialist segments to review what is driving mobile utilization, what activities are fueling usage by specialty, brand relevance, and the opportunities (near and long term) for brands, organizations, and publishing partners.• Varying mobile usage based on HCP category: primary care, oncology, rheumatology, cardiology, etc.• Segmenting content and services for different medical specialties and clinical interests• Discuss strategic market trends and ask your tough questions in this highly interactive session with recent market data and insightsMark Bard, Co-Founder & Board Member, DIGITAL HEALTH COALITIONFounder & CEO, DIGITAL INSIGHTS GROUP

8:45 PUBLISHING VALUABLE CONTENT THAT INFLUENCES A HEALTHCARE PROFESSIONAL’S BEHAVIORMarketers develop applications that simplify physician responsibilities and daily tasks, positively impact patient outcomes and ultimately influence deci-sion making regarding a drug or device. The foundation for successfully engag-ing HCPs lies in identifying content that physicians find valuable and balancing marketing, clinical and educational information. Simply creating a mobile ap-plication will not entice HCPs to use it; however, bridging the needs of the physi-cian with the goals of a life science company will foster continued engagement. • Creating interesting and shareable content• Mixing branded vs non-branded content• Effective content management system for mobile apps Ben Currie, Group Director, Digital SolutionsGA COMMUNICATION GROUP

8:45 REACHING BEYOND FREQUENT MHEALTH USERSAlthough there are many benefits of mobile health consumer engagement, the primary objective for the health care industry is to improve the wellbeing of consumers. A study conducted by IMS Institute for Healthcare Informatics in October of 2013 found that of the 43,000+ mobile health apps assessed, only 23,682 were classified with a legitimate health function. While fitness apps represent a large chunk of available healthcare apps on the market, the popu-lation of patients who could profit most from these emerging technologies are typically offered far fewer options. Additionally, rare, chronic and fatal diseases tend to have less available mobile health apps to assist in self-management on the market, perhaps due to the decreased audience size. However, the risks for these patients are higher and therefore the need greater. While the finan-cial burden of managing such a disease may minimize the likelihood of these individuals to possess access to high-tech mobile platforms, there are ways to reach and essentially help improve the health of this audience. • Assessing appropriate interaction with audience• Engagement options in addition to smartphones• Ensuring tactic will produce a worthwhile returnKevin Riddleberger, Senior Director, Clinical Solutions, ITRIAGE9:30 COFFEE & NETWORKING BREAK10:00 BRIDGING THE GAP BETWEEN CONSUMER AND PROVIDER- USING MOBILE APPLICATIONS TO ENHANCE THE CLINICAL EXPERIENCEIt is now commonplace for healthcare consumers to access resources via the Internet for most aspects of the healthcare continuum. Whether it is infor-mation related to diagnosis, treatment, management or active data collection there are apps developed or being developed to capture data and return knowl-edge. Creating provider acceptance and efficiency by harnessing the informa-tion collected is the challenge.• Turn patient entered information into knowledge• Begin the clinical “visit” from the consumers mobile device• Engage consumers with vetted, trusted apps to avoid general search overloadDon Bauman, Chief Executive Officer, ISABEL HEALTHCARE


9:30 COFFEE & NETWORKING BREAK10:00 PANEL DISCUSSION: E-DETAILING: DRIVING CONVERSATION AND INTERACTION WITH PHYSICIANS THROUGH INNOVATIVE MOBILE APPSBased on a recent study conducted by ZS Associates, nearly 50% of physicians restrict access to sales representatives, resulting in sales and marketing teams needing to develop new strategies for face-to-face communication with health-care professionals. E-detailing has served as a valuable tool for sales representa-tives to engage in meaningful conversation with physicians in an interactive way, but the novelty of tablets has slowly worn off. Digital marketers must now design innovative mobile applications for the sales rep and physician relationship by implementing interactive educational tools such as augmented reality platforms. Nuvan Dassanaike, Vice President, Lead Global Integrated Marketing, MYLANJames Avallone, Director, Physician ResearchMANHATTAN RESEARCH, A DECISION RESOURCES GROUP Lindsay Rego, Expert Healthcare Consultant – Oral Care Division, GSK

10:45 INTEGRATING ELECTRONIC HEALTH RECORDS TECHNOLOGY INTO MOBILE APPLICATIONS FOR PHYSICIAN ENGAGEMENT As electronic health records become more and more prevalent within physician offices and hospitals, pharmaceutical and medical device companies must offer mobile applications that can sync up to EMR platforms. Healthcare profession-als prefer to use decision support tools that can seamlessly transition data from a smartphone or tablet to computers equipped with EMR systems, giving physi-cians the opportunity to provide patients with continued disease and therapy management. For digital marketers to stay ahead of the curve, partnerships must be formed with EMR vendors to develop brand-related mobile applications that can be integrated with mobile EMR technologies.• The future of EHR mobile access• Physician’s ability to review, update and order prescriptions remotely• Industry’s collaborative role in EMR and branded mobile appsDaniel Kivatinos, Co-Founder & Chief Operating Officer, DRCHRONO

7:50 CHAIRPERSON’S OPENING REMARKSRobert Palmer, EVP, Managing Director, JUICE PHARMA WORLDWIDE

7:50 CHAIRPERSON’S OPENING REMARKSBen Currie, Group Director, Digital Solutions, GA COMMUNICATION GROUP

10:45 PANEL DISCUSSION: DERIVING ROI FROM MOBILE CONSUMER ENGAGEMENT STRATEGIESThe burgeoning mobile health field offers pharma, device, and biotech compa-nies a wealth of opportunities to engage with patients while providing a satisfac-tory return on investment for manufacturers. However, as a great deal of these corporations begin to consider mobile marketing initiatives, there is a desire for return on investment models in order ensure success and eliminate hesitancy. Due to the fact that many of these mobile applications have varying call-to-ac-tions, there is no set measurement standard that can warrant accurate ROI sta-tistics for companies across the board. From download quantities, focus groups, and on-demand print mobile couponing, this panel discussion will allow for mul-tiple life science companies to share successful tactics they’ve utilized in order to produce accurate ROI statistics on mobile consumer engagement strategies.• Areas for measurement in mobile applications• Strategies for setting and collecting metrics• Utilization of statistics to improve strategies• Delivering on the promise of return on investmentKevin Riddleberger, Senior Director, Clinical Solutions, ITRIAGEJosephine Munis, Digital Marketing Strategist, BECKMAN COULTER

MOBILE ENGAGEMENT FORUMDAY TWO | FRIDAY, MAY 16

12:15 LUNCHEON FOR ALL ATTENDEES, SPEAKERS & SPONSORS1:30 BIG DATA: USING MARKETING ANALYTICS TO IMPROVE INTERACTIONS WITH HEALTHCARE PROFESSIONALSMarketing analytics can as sist marketing executives in assessing and improving mobile content to enhance interactions with HCPs. Information can be used both to target as well as to provide more user-friendly environments to provide HCP’s with content they find valuable, as well as create a cycle of continuous improve-ment for HCP marketing content and campaigns.• Capturing data to target and drive high engagement activities• Analysis of big data to assess and improve physician engagement• Tailoring content based on individual user behavior Alvin Lin, Associate Director, US Marketing, ALEXION PHARMACEUTICALS 2:15 WEARABLE TECHNOLOGY CASE STUDY: VANCIVE MEDICAL TECHNOLOGIES• User interaction via wearable health technologies• Understanding technology interfaces between devices• Wearable technology health improvement capabilities • Developing wearable devices for life the science industryDeepak Prakash, Global Director, Marketing, Digital Health, VANCIVE MEDICAL TECHNOLOGIES

3:00 CLOSING REMARKS & CONFERENCE CONCLUSION


11:30 UNSCRIPTED OPINIONS: SMALL GROUP DISCUSSIONS ON MOBILE ENGAGEMENT STRATEGIES & CHALLENGESThese small group discussions will provide a forum for the sharing of ideas and valuable networking opportunities, which are of high value to marketing ex-ecutives within life science companies. The discussion topics surrounding key mobile engagement issues will be previously selected based on feedback re-ceived from attendees. Attendees are encouraged to be active participants allowing for better exchange of ideas, peer-to-peer learning and open discussion.

3rd Annual Strengthening Patient Advocacy Relations Across the Life Sciences

June 12 – June 13, 2014Arlington, VA

Pharmaceutical Real World Outcomes Research

June 16 – June 17, 2014Philadelphia, PA

5th Annual Life Science Financial ForumJune 19-20, 2014

Raleigh-Durham, NC

Customer Centric Medical InformationJune 26 – June 27, 2014

Boston, MA

3rd Annual Pharmaceutical Managed Markets & Payer Marketing

July 14 – July 15, 2014Chicago, IL

Alvin Lin is Associate Director of US Marketing at Alexion Pharmaceuti-cals for SOLIRIS (eculizumab), a terminal complement inhibitor for rare hematologic diseases. In addition to developing mobile, digital, and NPP initiatives for the brand, he is also the HCP promotions lead for the PNH indication. Prior to Alexion, Alvin was at Merck within specialty therapeu-tic areas including infectious diseases and vaccines. He has degrees from Cornell University, Tufts School of Medicine, and MIT.

Nuvan leads the Global Digital Marketing team at Mylan, that focus on integrating digital capabilities, Subject Matter Experts and best practices to go to market plans across the global. Nuvan has pharmaceutical, CPG and broad health care experience. Nuvan has won numerous digital mar-keting awards in the areas of UX, Mobile App and close loop marketing initiatives. Nuvan is based in Pittsburgh PA.

Alvin LinAssociate Director, US MarketingALEXION PHARMACEUTICALS

Nuvan DassanaikeVP, Lead Global Integrated MarketingMYLAN

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